client: NHS Blood and Transplant

educating 16–17-year-old gen z in england on the organ donation ‘soft opt-out’ law change.

  • to make young people aware of the law change, they need a relatable voice. so, we went straight to the source and connected 5 gen z creatives with the brief of spreading awareness on the law change. during the hot house week, i mentored the creatives and helped with creative strategy.
  • 16-17-year-old registrations to the organ donor register increased by 81% year on year. This campaign was highly commended for the ‘Innovation of the Year’ at The Drum’s Social Purpose Awards


  • 23red, Joined Up Thinking, Jaydon Sullivan, Sofia Schartner, Jonathan Reid, Hillary Nyarko, Stafi Samaki, Merle Nunneley.